Shanghai, 7 November, 2024- During the China International Import Expo (CIIE), the China & New Zealand National Brands Forum was successfully held in Shanghai. The forum was co-hosted by the NEXT Federation and the New Zealand Business Roundtable in China, with co-organization by the China Chamber of Commerce of I/E Foodstuffs, Native Products and Animal By-products, and Tus-Holdings. Fonterra and Taishan City served as principal partners, while strategic cooperation was provided by Dong Jiu, NZ Fos+, Heng Yuan Xiang, and Yudu Junyao. The forum received support from International Business Daily, under the Ministry of Commerce of China.
With the theme “Conquering New Heights”, the forum convened senior executives from leading New Zealand enterprises operating in China, top experts in international relations and industrial collaboration, and prominent brand representatives from both nations. The event aimed to strengthen bilateral cooperation in trade, industrial investment, and brand development, while exploring New Practices, New Trends, and New Dynamics in China-New Zealand collaboration.
Tony Browne, Chairman of the Council of NEXT Federation, Former New Zealand Ambassador to China
Tony Browne, Chairman of the Council of NEXT Federation and former New Zealand Ambassador to China, reflected on the history and significance of the China-New Zealand Free Trade Agreement (FTA). He emphasized its pivotal role in strengthening bilateral trade relations and highlighted the unprecedented opportunities and challenges brought about by global shifts. Browne underscored the importance of identifying new growth drivers to enhance bilateral cooperation amid evolving circumstances.
New Zealand-China Industrial Cooperation: Bilateral Opportunities and International Challenges
Prof Wang Yong, Professor of Department of International Political Economy, Peking University
Professor Wang Yong, from the Department of International Political Economy at Peking University, provided insights into the impact of U.S.-China relations on the global economy and examined the potential for enhanced China-New Zealand collaboration. He observed that the United States is entering a conservative era characterized by an “America First” doctrine, marked by intensified political polarization, protectionist policies, and a growing tendency toward unilateralism that undermines international cooperation. These shifts, he noted, are underpinned by deepening wealth inequality and other systemic challenges.
Professor Wang highlighted the unique economic ties between China and New Zealand, emphasizing that New Zealand was the first Western nation to sign a Free Trade Agreement with China. Beyond trade, the two countries have worked closely on a range of global issues, including climate change, public health, and peace and development in the South Pacific. He stressed that their shared interests in tackling global and regional challenges provide a robust foundation for deepening collaboration and promoting regional stability and prosperity.
David Mahon, Managing Director & Chief Investment Officer of Mahon China Investment Management Ltd
David Mahon, Managing Director and Chief Investment Officer of Mahon China Investment Management Ltd., drew on his more than 30 years of experience in fostering China-New Zealand cooperation to share his insights. He emphasized the significant potential for collaboration in areas such as investment, trade, and innovation, even in the face of the challenges posed by globalization.
Pathways to Better Business Cooperation between China and New Zealand
During the keynote session on “Pathways to Better Business Cooperation between China and New Zealand,” a panel of distinguished speakers shared their insights, including:
- Teh-han Chow, Greater China CEO of Fonterra
- Anna-May Isbey, Executive Director of the New Zealand Business Roundtable in China
- Xie Qiuhui, Former First-class Inspector at Shanghai GACC
- Zhou Tian, Deputy Director of the Board Office and Vice President of the Research Institute of Fareast Credit Rating Co., Ltd.
Teh-han Chow, Greater China CEO of Fonterra
Teh-han Chow, Greater China CEO of Fonterra, shared the company’s success stories in strengthening trade cooperation between China and New Zealand. As the world’s largest dairy exporter, Fonterra holds a pivotal position in bilateral trade. Chow highlighted how the company has leveraged opportunities in China-New Zealand collaboration, even amidst global economic uncertainties, by optimizing its supply chain and enhancing market competitiveness. His presentation offered practical guidance and valuable industry insights, showcasing Fonterra’s strategic approach to fostering sustainable growth in international trade.
Anna-May Isbey, Executive Director of the New Zealand Business Roundtable in China
Anna-May Isbey analyzed how enterprises in both China and New Zealand could leverage effective policy communication and collaboration platforms to address shared challenges. She emphasized the need for deeper cooperation in key sectors such as agriculture, technology, and finance. Isbey proposed actionable recommendations to foster win-win collaborations, suggesting ways to adapt and thrive under new circumstances.
Xie Qiuhui, Former First-class Inspector at Shanghai GACC
Xie Qiuhui examined the impact of global economic changes on China’s foreign trade, with a particular focus on collaboration opportunities in trade policy, customs facilitation, and cross-border logistics between China and New Zealand. She highlighted the role of the Belt and Road Initiative in driving bilateral trade growth and emphasized the shift in port supervision concepts as a key catalyst for further cooperation between the two nations.
Zhou Tian, Deputy Director of the Board Office of Fareast Credit Rating Co., Ltd.
Zhou Tian discussed the crucial role of financial collaboration in cross-border investment, reducing transaction costs, and optimizing resource allocation. Reviewing the history of China-New Zealand economic cooperation, he elaborated on how credit rating services support corporate financing and the positive impact of RMB internationalization on bilateral trade. His insights highlighted innovative pathways for financial collaboration, enabling businesses in both countries to seize new opportunities and enhance their competitiveness in the global market.
Roundtable Discussion: New Practices, New Trends, New Dynamics
In the roundtable discussion, leading executives from top enterprises in New Zealand, China, and beyond engaged in dialogues on “New Practices, New Trends, New Dynamics.” The discussion provided strategic guidance for corporate growth and opened new horizons for bilateral economic cooperation. As global economic landscapes evolve and innovation accelerates, addressing challenges and seizing opportunities will be pivotal for future collaborations.
Jin Xu, President of China Association of International Trade, Former Minister for Commercial Affairs at the Chinese Embassy in the United Kingdom
Jin Xu highlighted the challenges and opportunities in global trade cooperation in the post-pandemic era. He emphasized the potential for collaboration in green agriculture, emerging technologies, and sustainable development as key drivers of innovation. By focusing on these areas, both China and New Zealand can enhance their global market presence and contribute to more sustainable economic growth.
Teh-han Chow, Greater China CEO of Fonterra
Teh-han Chow elaborated on Fonterra’s localization strategies in China. By closely understanding Chinese consumer needs, Fonterra has localized its production, strengthened partnerships with Chinese retailers, and solidified its leadership in the market. Chow also highlighted the company’s plans to explore further innovative collaborations, aiming to deepen its engagement with the Chinese market and drive future growth.
David Yang, Vice President on market development of Zespri Greater China
David Yang discussed how Zespri successfully established its brand in the Chinese market, highlighting the growing demand for healthy foods. He outlined plans to expand collaborations with major Chinese retail platforms and strengthen agricultural and food innovation between China and New Zealand. Yang emphasized the importance of adapting to shifting consumer preferences and creating new opportunities through continued innovation and strategic partnerships.
Zhang Yong, Chairman of the Board of Allied FAXI New Zealand Food Co., Ltd.
Zhang Yong highlighted his company’s role in bridging the gap between premium New Zealand food products and the Chinese market. He anticipated that more New Zealand brands would enter China through strengthened collaboration, thereby expanding both the depth and scope of food trade between the two nations.
Guo Xiaodong, Chairman of Tus-Jiangmen
Guo Xiaodong highlighted the synergy between technology and investment in driving industrial development. As a leading science park operator, Tus Holdings is committed to providing innovative solutions in technology, education, and environmental protection. Guo envisioned deeper China-New Zealand collaborations in technology, aiming to build a smarter and greener future through shared expertise and innovation.
Chang Kewei, Chairman of Yitian Group, China
Chang Kewei outlined Yitian Group’s strategies for retail trade and industry integration between China and New Zealand. He highlighted the establishment of the “New Zealand National Brands Programme” center in Changzhou as a key milestone in fostering retail market collaboration and facilitating brand exchanges between the two countries.
Mike Arand, Former China Business Development adviser of New Zealand Trade and Enterprise
Mike Arand, from New Zealand Trade and Enterprise, moderated the session. He emphasized the historic ties and immense potential for future collaboration between the two nations in areas such as industry upgrading, technological innovation, and sustainable growth. Arand expressed optimism that more enterprises would join the cooperative framework, embracing market changes and contributing to shared economic prosperity.
Promotional Session for Partner City: Shared Investment Opportunities
Chen Qixuan, Deputy Director of the Guanghaiwan Economic and Technological Development Zone, Jiangmen City
Chen Qixuan, Deputy Director of the Guanghaiwan Economic and Technological Development Zone in Jiangmen City, introduced the industrial advantages and opportunities of Taishan, a district within Jiangmen. He highlighted Taishan’s geographic and cultural strengths as a globally renowned hometown for overseas Chinese, along with its deep-rooted trade and economic ties with New Zealand. Chen emphasized Taishan’s robust export-import partnerships, particularly in aluminum products, kiwifruit, dairy, and meat. He noted that the city’s strengths in industry, capital, and technology would increasingly converge, creating broader opportunities for collaboration between domestic and international businesses.
Mat Woods, Chief Executive of Queenstown Destination, New Zealand
Mat Woods, CEO of Queenstown Destination, shared insights into Queenstown’s tourism and investment opportunities through a virtual presentation. As one of New Zealand’s premier tourist destinations, Queenstown attracts global investors with its unique natural resources and significant investment potential. In his remarks, Woods highlighted the city’s competitive advantages in tourism, leisure, and related sectors, urging stakeholders to seize this golden opportunity for expansive collaboration and growth.
Announcement of New Members and Rising stars of NZ National Brands Programme
The forum officially announced the third batch of members for the New Zealand National Brands Programme. According to the NEXT Federation, brands selected for the programme must embody New Zealand’s exceptional quality, be industry leaders, demonstrate capabilities on innovation, cooperation and sustainability, possess strong social recognition and reputation, and show a commitment to social responsibility and public welfare.
The initial members, selected in 2020, included Fonterra, Zespri, Queenstown, and Silver Fern Farms. In 2022, the second batch comprised The Warehouse, Ewaters, Rockit Apple, and Babich.
Mainfreight (center) have now joined the NZ National Brands Programme
Unipharm (left) have now joined the NZ National Brands Programme
Tony Browne, Chair of the NEXT Federation and former New Zealand Ambassador to China, announced the new members during the forum. Teh-Han Chow, CEO of Fonterra Greater China, presented a certificate to Mainfreight, which was received by Joan Ji, Branch Manager of Mainfreight International Logistics (Shanghai) Co., Ltd. David Yang, Vice President of Market Development for Zespri Greater China, awarded the certificate to Unipharm, accepted by Teng Pengli, Director and CFO of Unipharm.
The forum also unveiled new Rising Star brands, highlighting the deepening cooperation between China and New Zealand and injecting fresh vitality into the market.
Newo (left) were named Rising Star
NZ Fos+ (right) were named Rising Star
Dr Jun Chen, Secretary General of the NEXT Federation, announced the Rising Star brands. Lawrence Wang, Board Director of NZBRiC and CEO of Vista Group, presented the certificate to Newo, which was received by Michael William Vosper, Director of Jersey Meadows Dairy. Yu Shiwei, Vice President of International Business Daily, awarded the certificate to NZ Fos+, accepted by John Zhang, Greater China CEO of NZ Fos+.
Award Presentation: Leading Cases on China New Zealand Industrial Integration
NEXT Federation established the Leading Cases on China & New Zealand Industrial Integration Award to recognize companies and individuals who have made outstanding contributions to advancing industrial integration between the two nations. These honorees have demonstrated excellence in their respective fields and played a significant role in fostering deeper economic, trade, and innovation cooperation between China and New Zealand.
Fonterra (right): Tony Browne presented the award to Fonterra, recognizing its achievements in innovation and sustainable development, which have made significant contributions to the industrial integration between China and New Zealand.
Newo (right): Anna-May Isbey, Executive Director of the New Zealand-China Business Roundtable, presented the award to Newo for its premium grass-fed fresh milk, which has set a new benchmark for food and agriculture collaboration between China and New Zealand.
Babich (left): Dr Jun CHEN presented the award to Babich Wines, recognizing its exceptional wine quality and innovative market strategies, which have significantly strengthened bilateral trade between China and New Zealand.
David Mahon (left): Mei Liquan, Director of the Guanghaiwan Economic Development Zone, presented the award to David Mahon for his global vision and professional expertise in fostering cross-sector cooperation between China and New Zealand.
Chang Kewei (left): Rocky Meng, Vice Chair of NZBRiC and founder of Sparks Partners, presented the award to Chang Kewei for his leadership in driving Yitian Group’s innovative partnerships with the New Zealand National Brands Programme in retail, branding, and investment.
As a symbolic gesture, each award recipient was presented with a handcrafted Jun porcelain piece from Yudu Junyao, symbolizing the strengthening of economic and cultural ties between China and New Zealand.
Achievements Announcement
Inauguration of New Zealand National Brands Programme Changzhou Centre
Shanghai Waigaoqiao International Trade Operation Center Co., Ltd. exchanged a strategic cooperation agreement with the NEXT Federation
Shanghai Newo Technology Co., Ltd. signed a strategic agreement with Shanghai Zangyu Green Technology Co., Ltd.
The forum marked the inauguration of the Changzhou Centre for the New Zealand National Brands Programme, a significant milestone in the program’s integration into China. This centre will enhance consumer access to premium New Zealand products and services, while also supporting the expansion of New Zealand brands in Jiangsu Province, particularly in Changzhou City.
Additionally, Shanghai Waigaoqiao International Trade Operations Center Co., Ltd. and the NEXT Federation signed a strategic cooperation agreement. The partnership will deepen collaboration in areas such as cross-border trade, brand partnerships, logistics, and investment, bringing fresh momentum to the economic development of both China and New Zealand.
A strategic cooperation agreement was also signed between Shanghai Newo Technology Co., Ltd. and Shanghai Zangyu Green Technology Co., Ltd. The collaboration will focus on sustainable development and environmental protection. By combining Newo’s expertise in premium grass-fed fresh milk production with Zangyu Green’s technology in resource recycling, the two companies aim to usher in a new era of cooperation in food safety and environmental protection.
Dr Jun CHEN, Secretary General of NEXT Federation
Dr Jun CHEN, Secretary General of the NEXT Federation, emphasized the organization’s role as a global facilitator of industrial resource integration. Since its establishment in 2017, the NEXT Federation has been at the forefront of fostering cooperation between China and New Zealand. The Federation has provided essential support to New Zealand businesses in expanding their presence in the Chinese market and connecting with critical industry resources. Their efforts have spanned multiple sectors, including dairy, fruit, red meat, tourism, wine, smart water, and others, driving sustainable growth and collaboration between the two nations.
Snapshots from the China & New Zealand National Brands Forum
The New Zealand National Brands Programme, initiated by NEXT Federation and New Zealand China Business Roundtable, aims to inspire active New Zealand national brands on the global stage, integrate and share global partner resources, and jointly serve the reputation building, brand promotion, and economic and trade development processes of New Zealand in major global markets, promoting innovation, craftsmanship, and national spirit, and facilitating global innovation, cooperation, and sustainability. Currently, formal members of the New Zealand National Brands Programme include Fonterra, Zespri, Queenstown, Silver Fern Farms, The Warehouse, Rockit Apple, Ewaters, Babich, Mainfreight, Unipharm. These brands cover industries such as dairy, fruit, red meat, tourism, wine, smart water solution, logistic, health products, and others.
Prof. Wang Yong-Keynote speech：
China & New Zealand National Brands Forum：